The YEEZY release experienced by Milan's most important store managers

Tomorrow it will be the long-awaited release of YEEZY Boost 350 V2 Black/Red. The sneaker by Kanye West makes crazy everyone, fans of streetwear, and also all those who would boast of owning a pair. More than an accessory, YEEZY, in fact, has become a social phenomenon, a modus vivendi. A must. Each release is especially important, desired and acclaimed than the last, and then we wondered: how the store manager of the selected store relate with this? We met them and we asked them some questions.

PATRIZIO VITA - One Block Down

#1 How do you select which release have in store or for which plan a special event?
The selection is pretty natural, it depends on how many shoes are produced or how exclusive is the model we are talking about. Most times this two factors are  complementary.

#2 Which criteria do you use to facilitate your most loyal customers to buy? 
Our regular customers are very valuable for us and they always have a fast track for this kind of release. But well, that depends on the availability of the shoe… if we have just few pairs we can not favor anyone. It wouldn’t be fair.

#3 Do you have organized anything particular for this release?
For this YEEZY Boost release we held a few pairs for our regular customers who are surveyed in our database and with and important historical purchase on their back. We have also kept some for our Instagram ruffle while all the other pairs will be sold with the classic “first come first served” camp out.

#4 How do you face the reselling’s phenomenon?
This phenomenon of the reselling exists and will be always more present. It’s easy money in no time. Unfortunately there no many tools to combat it but we try to safeguard our regular customers, we always keep few pairs for the Instagram’s ruffle choosing between that profiles that are nor fakes nor created specifically for the raffle. We pay a lot of attention but the real reseller is the one you find during the camp out. We have been camp out’s precursors and active campouters since 2008 and that’s the only truth, the only gesture that led to all modern movements like Forums, sneakerhead association and even resellers…we can not and must not stop it in any way.

 #Originalsmilano team - adidas Originals

#1 How do you select which release have in store or for which plan a special event?
Adidas Originals Milan’s flagship store is the only store in Italy in which extra exclusive elements can be found - for example the products of our collaboration with BAPE, White Mountaineering, Wings + Horns and even with huge personalities like Pharrell Williams, Kanye West and Pusha T.

#2 Which criteria do you use to facilitate your most loyal customers to buy?
For the most exclusive releases , the one which created more hype on the most appassionate sneakerhead - like the YEEZY - our stores worldwide have the adidas Confirmed App. It’s an online app that allows anyone to book different products with just a click.

#3 Do you ever organize any particular special releases?
On other occasions, as for the launch of the adidas Originals x Bape collection, given the high demand we opted for a live raffle, which saw more than 500 participants and allowed the lucky winners to buy a piece of the capsule collection.. it’s important for us to give everyone a chance to buy.

Thiago - Par5

#1 How do you select which release have in store or for which plan a special event?
Some releases are to be treated differently from others, to avoid creating situations that could compromise the normal course of business. The releases for which we organize special activations are precisely those for which we can predict the abundant demand or the possible presence of distress in our stores.

#2 Which criteria do you use to facilitate your most loyal customers to buy? 
Initially we organized random raffle on social media but we realized that this disadvantaged some of our loyal customers. So since October we have introduced a raffle both in shops that favors them either.

#3 Do you have organized anything particular for this release?
For this release we introduced two different situations: one in store and another online. For partecipating at the in-store lottery is required a minimum purchase in one of our stores - Columns of San Lorenzo and Corso Venezia 31 - and the draw of a vaucher. The intent is precisely to engage our customers in a game that is as transparent as possible and fun. In order to benefit also the non-residents in Milan, our Newsletter subscribers will receive  an email with a valid code for the purchasing of a pair of YEEZY.

#4 How do you face the reselling’s phenomenon? 
The reselling phenomenon is something that creates lot of nervousness among those with a true sneaker passion.. what we have done is to ban multiple purchases, both online and in store, also for the winners of the in-store raffle. You can only choose your own size, or the closest available.

Cover image via Sneaker Politcs